A seemingly supportive gesture from Bombae by the Bombay Shaving Company towards UP Board Class 10 topper Prachi Nigam has drawn widespread backlash from social media users. The ‘never get bullied campaign’ by the shaving company used the name of Prachi Nigam, who was subjected to trolling over her facial hair.
Following the announcement of the UP Board results last Saturday, Prachi found herself at the receiving end of online trolling over her facial appearance.
The snide and rude comments were met with immediate pushback from netizens, who condemned the arbitrary beauty standards imposed on women.
Days later, the Bombay Shaving Company published an ad in support of Prachi on the front page of a newspaper. The ad has irked a wide section of social media users, with several asking Prachi to “sue the company”.
The advertisement featured a message aimed at Prachi Nigam, stating, “Dear Prachi, They are trolling your hair today, they’ll applaud your A.I.R tomorrow.” However, it was the concluding line that sparked controversy, situated in the right-hand corner of the ad: “We hope you never get bullied into using our razor”.
Soon after a photo of the ad was shared by Bombay Shaving Company CEO Shantanu Deshpande on LinkeDin, many social media users also wondered if Prachi Nigam could sue the company for using her name without her consent.
Explaining the company’s intention behind the ad, Deshpande said, “It was shocking to see the amount of hate targeted at a teenage girl who had TOPPED AN EXAM because of her facial hair”.
“Our simple message to this amazing young woman with such a bright future. Love to see my team ooze class. No opportunistic sale, QR code, nothing. Just a heartfelt message to a fellow Bae,” he said.
THE BACKLASH
A social media user criticised Deshpande’s response, citing it as an example of “low-class advertising” from Bombay Shaving Company. Sharing a screenshot of Deshpande’s LinkedIn post, the user wrote, “What has happened to founders. This is such a low class advertising from @BombayShavingCo & then the founder has the audacity to say it is oozing class. This is what happens when your main job is creating self patronising videos on YT, all you can then think of is growing clicks”.
“Moment Marketing in garb of a ‘message’. Can #PrachiNigam ask for brand endorsement fee for using her name and her struggle in a cleverly designed copy by @BombayShavingCo?” another user wrote.
Another user asked Prachi Nigam to sue Bombay Shaving Company for using her name without her consent.
“Bombay Shaving Company’s front-page ad supporting Prachi, who faced social media trolling, ends with ‘we hope you never get bullied into using our razor’. Seriously? How low and insensitive can a company stoop for advertising?” another user wrote on X (formerly known as Twitter).
